Byravee Iyer
Sep 27, 2012

Estee Lauder's cause-worthy campaign gets a facelift

SINGAPORE - Global cosmetic company Estee Lauder is going online to give its breast cancer campaign in Singapore a fresh twist to rally more supporters.

Courage is the theme for Estee Lauder's 2012 breast cancer awareness campaign
Courage is the theme for Estee Lauder's 2012 breast cancer awareness campaign

On 26 September, the company launched its first ever online auction site, which will sell items given by local celebrities to raise funds for the Breat Cancer Foundation in Singapore. Television and movie star Michelle Chong has donated the dress her character wore in the movie Already Famous. Actress Andrea de Cruz, socialite Leonika Kei, model Serena Adsit and radio jockey Lim Peifen will also be contributing.

Media Flair Communications, which has previously done some work for the company, will execute the campaign. “We will be assisting them with the public relations and some marketing aspects of the campaign,” said Garry Moss, a representative at Media Flair. “All other campaign issues are dealt with directly by the executive committee comprising the internal staff of Estee Lauder.”

Apart from bidding on items donated by celebrities, the site will also feature other luxury products and services that people can bid for, including Tiffany & Co. rings, Pierre Cardin watches and Coach bags.  All this will culminate on 5 October with a global landmark illumination event that will see more than 70 countries lighting historic buildings. In Singapore, the event will light up the ArtScience museum at Marina Bay Sands. 

Last year, the cosmetic giant held the event at the Singapore flyer and raised S$32,500. With the online auction site this year, the company hopes to raise much more. The proceeds will go toward various breast cancer education and awareness programs.

This year’s event coincides with the 20th anniversary of Estee Lauder’s breast cancer awareness campaigns. The 2012 global campaign has been conceived by Jim Nevins, the global creative director of Clinique. To date, the campaign has raised US$35 million. 

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